Southern Comfort have concluded their search for a lead UK agency with the appointment of Amplify in a process run through creativebrief.com.

Amplify were successful after a competitive pitch that also involved More, Space and Fold 7. Wieden & Kennedy in the US remain lead global agency on the business and will work alongside Amplify.

Amplify will be tasked with providing strategic leadership and activating the Whatever’s Comfortable platform in the UK market through a fully integrated campaign covering on and off trade channels, digital and social.